-LRB- Mashable -RRB- -- For all their buzz and value , location-based social networks have n't really gone mainstream yet . Only 7 percent of Americans are aware of location-based social networks , according to data from Edison Research .

Part of the explanation for this is that the majority of mobile users are n't using smartphones . And as a result , just 10 percent of those surveyed use mobile location services at least once a week , according to the Mobile Marketing Association 's latest Mobile Consumer Briefing survey . For smartphone users , like those of the iPhone -LRB- a popular device among early adopters -RRB- , that number jumps all the way up to 63 percent .

Still , even with smartphones predicted to overtake feature phones sometime next year , there may still be adoption hurdles for location-based social networks . Here 's a look at why location-based services have n't yet hit critical mass and what those platforms are doing about it .

Privacy concerns remain an issue

Kristine van Dillen , director of industry initiatives and partnerships at the Mobile Marketing Association , said location-based services are n't growing as quickly as they should be . One reason for the lag is concern over privacy and who has access to users ' data .

Sites like PleaseRobMe.com , which humorously bring awareness to location-based privacy issues , may have scared some social media users from opting in . Furthermore , the use of geo-location data for commercial purposes has also raised concerns , prompting the Congressional subcommittee on Commerce , Trade and Consumer Protection to hold hearings on the issue .

Concerns about loopholes in Foursquare that give others the ability to announce your check-inshave also been raised .

`` There 's still a perceived risk in accessing location data , '' van Dillen said .

Location-based service providers are addressing these concerns by giving consumers more control . Most current iterations of the popular location-based networks allow users to opt-out of location tagging and notifying users when their location is being shared .

Consumer education is also key . Users need to know how their location data will be used , and feel comfortable that the companies that have access to it will behave responsibly , according to van Dillen .

She said consumers will become more comfortable sharing information with their friends and trusted applications . Brands will view these services as less risky , and more mainstream , and new types of location-based services will come to the forefront .

Where is the value ?

Because of privacy concerns , it is imperative for location-based services to clearly communicate the value proposition to users . Without a clear picture of what they 're getting in return , users may be hesitant to share location data .

One of the ultimate promises of location-based check-ins is more accurately targeted advertising . For some users , the privacy concerns of sharing their location might be trumped by the potential utility of receiving highly targeted advertising and promotions .

However , even though Gowalla , Foursquare , BrightKite and Yelp allow for check-ins at `` places , '' rather than just map coordinates , which makes the data more valuable for targeted advertising , actual advertiser value has n't yet totally materialized .

Michael Boland , a senior analyst and program director at BIA/Kelsey said check-ins represent the makings of a business model , but they have n't reached their full potential value yet because there is n't a well-defined system to buy and sell advertising . `` I think it does have a lot of staying power . We 're only going to see it grow and evolve , '' he said .

For early adopters , though , the long-term promise of more value through targeted ads , coupons and deals , along with the game mechanics -LRB- i.e. , badges and `` mayor '' competitions -RRB- instituted by some networks has made location-based services worth the potential privacy headaches .

As Twitter and Facebook move into the location tagging space , they might finally take the trend mainstream .

During its Chirp developer conference in April , Twitter announced the launch of its annotations feature , which gives users the ability to attach metadata to tweets , including location . Facebook , meanwhile , will also reportedly soon enable members to add location details to their status updates and release an API so other apps can offer location ability to Facebook users .

Each network faces the usual hurdles for location adoption .

For Twitter , the biggest problem might be convincing users of the value of location-enabled tweets . Twitter has yet to clearly communicate to users what they get in return for adding location to their tweets . On their knowledge base page explaining the feature they write that location will help you `` add context to your updates and help you join the local conversation , wherever you are . ''

Twitter gives an example of one user tweeting about the weather in one location , while another user tweets about traveling to that very location . Unfortunately for Twitter , compared to sites like Foursquare and Gowalla which clearly indicate the value -- every check-in is part of a game , you can find your friends , get tacit recommendations for places to go , and maybe score a deal or two -- Twitter is only communicating what feels like a very niche and impractical value proposition .

Further , because location is off by default for all users , without a more clearly communicated message , the feature may remain off for many people .

Facebook , meanwhile , faces the other major problem : Privacy . Because Facebook has had so many different privacy issues over the years , many users are wary of new features . And Facebook has n't always had the best track record when it comes to rolling out new features in a way that people trust . So how they roll out location to users and how well they do at making users feel that their information is safe may be make or break for location on Facebook .

One thing Facebook does have in its favor is a great track record of getting people to eventually use new services en masse -- concerns or not . When Facebook launched its news feed feature in 2006 it faced a very vocal user backlash . A few months and a few tweaks later , the feature was widely used and has become an integral part of the service .

The advantage for both Twitter and Facebook is that their users already have a built-in network of followers and friends , so they do n't have to sign up for a new service and start adding people to it . The location feature is simply an add-on to their existing account .

`` Facebook could really be the looming giant that could wipe all -LSB- other location services -RSB- away , '' Boland said . `` Facebook has proven to have so many users who are mobile . If they turn on that feature , it 's the looming category killer . ''

What remains to be seen is if the users will go for it .

© 2010 MASHABLE.com . All rights reserved .

@highlight

Sites and apps that let users track their locations get buzz from tech media

@highlight

But the sites are not achieving mainstream popularity , according to surveys

@highlight

Only 7 percent of Americans are aware of location-based social networks

@highlight

Facebook and Twitter may soon popularize the idea , however .